Circular Economy Framing Increases the Effectiveness of Sustainability Claims

Summary

This study explores how circular economy framing can enhance the effectiveness of sustainability claims by making them more concrete and understandable for consumers. The research suggests that using circular economy metaphors can reduce the perceived abstractness of sustainability claims, thereby increasing consumers' willingness to purchase sustainable products. The study conducted three experiments to test this hypothesis and found that circular economy framing significantly improves the concreteness of sustainability messages and boosts consumer engagement with sustainable products. The findings offer valuable insights for marketers and advertisers on how to frame sustainability claims to enhance their effectiveness. By leveraging the circular economy concept, businesses can make their sustainability messages more relatable and compelling, ultimately driving a higher adoption of sustainable products.